The Big Idea

To create a joyful experience for Tabitha’s fans to celebrate her success and new partnership with Target. Through the use of her vibrant products and gifting extensions, the launch was successful and sold out in minutes. 

Project: Tabitha Brown X Target

Problem

Ideate plan, produce, and execute an announcement video for Tabitha Brown’s partnership with Target. She has quickly become America’s favorite mom, and someone you could look forward to in terms of positivity. Her joyful and spiritual outlook on things, in collaboration with her YouTube channel, makes her an outstanding role model. So Target thought that she was perfect for collaboration.

Goal

That plan included creating a tiered gifting system that could be shared through her network of friends and fans for social promotion. That tiered system consists of a full-size rolling rack,  a half rack, and two different-sized gift boxes that Tabitha could use depending on the celebrity’s status to promote on social media.

The first step was to create the storyline around the announcement video, understanding that Tabitha’s ability to spread her joy throughout her network of friends and family was derived from the idea of “Drops of Joy. Tabitha would drop pieces of joy into other people’s lives that they could promote and celebrate with her along her journey. After crafting the story, the next step was to create the storyboards, figuring out the physical tactics used in the announcement video. Then, there is location scouting and full production of the video itself.

Tabitha feels most comfortable making announcements to her fans in the comfort of her own home. So we wanted this to feel like another announcement coming from Tabitha. The Storyboard starts with her in the kitchen, pulling the viewer in as she announces the partnership with Target. She then moves to her foyer, where there is enough room for her to showcase her full collection in the Tier 1 rolling rack. The announcement video concludes with edited clips of her showcasing her line to her friends and fans.

Major Personal Win

One of the most interesting parts of this project was doing complete fabrication builds and packaging modifications from home. The goal was to capture the sheer energy and beauty of Tabitha brown’s positivity. Everything about the process was custom, from the fit and finishes to the sizing. To the colors included on the two rolling racks. To the finishes of the boxes that were going out to those who didn’t receive rolling racks. One of the boxes included a pop-up. Everything felt vibrant, fresh, and new.

Project Role

Creative Lead
Appolllo Bey